CONSUMER WILLINGNESS-TO-PAY FOR A SALINE FISH SPECIES GROWN IN THE US MIDWEST: THE CASE OF STRIPED BASS

Striped bass is a saline fish species that has attracted interest in the Midwest region for aquaculture production. The study used willingness to pay information from consumers to assess the potential market for striped bass grown in the Midwest. The results suggest that males and consumers, age 29 years and younger, are more likely to pay higher amounts for striped bass. In particular, consumers who prefer farmed and fresh seafood, those who purchase seafood frequently for home consumption, and those who consume seafood 26 – 50% of the time when eating out have a higher probability of paying higher amounts for striped bass grown in the Midwest.